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ART OF SALES 3, 3.04 (V) Brand You

The famous author and blogger, Seth Godin, has a quote I love. He says, "A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer's decision to choose one product or service over another." Well, guess what? You are a brand. We need to talk about you. I saved this discussion for late in the specialization because it requires us to have built the knowledge, skill, and discipline to become a brand. As you begin to wrap up the specialization, I would like you to think about and decide on what makes up the key elements of your brand. What are the edges of your brand? Great brands have edges. They make promises, and they are clear about what they don't do. What this means for us is, what's non-negotiable about you? What do you always deliver? You know me by now, what I try to make sure is clear about my brand are three things: education first, then inspiration, then packaging. The education part of my brand means that I'm always reading and learning and building new courses to try to help others. The inspiring part of my brand means that I'm always trying to find the stories and metaphors that bring the education to life, why this is important, how I might inspire you to learn it. Finally, the packaging part of my brand means that I spend a lot of time thinking through how I show up in a room. Am I dressed properly? Do the materials I bring look beautiful? Do I always start every meeting with a purpose benefit check and close every meeting crisply? These are the three elements of my brand that I believe differentiate me from others. So the question for you is this, reflect on the things you've learned in the specialization and the other things that have always made you unique. Then decide on what the key elements are and make sure you deliver them in each and every interaction you have.


The famous author and blogger, Seth Godin, has a quote I love. He says, "A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer's decision to choose one product or service over another." Well, guess what? You are a brand. We need to talk about you. I saved this discussion for late in the specialization because it requires us to have built the knowledge, skill, and discipline to become a brand. As you begin to wrap up the specialization, I would like you to think about and decide on what makes up the key elements of your brand. What are the edges of your brand? Great brands have edges. They make promises, and they are clear about what they don't do. What this means for us is, what's non-negotiable about you? What do you always deliver? You know me by now, what I try to make sure is clear about my brand are three things: education first, then inspiration, then packaging. The education part of my brand means that I'm always reading and learning and building new courses to try to help others. The inspiring part of my brand means that I'm always trying to find the stories and metaphors that bring the education to life, why this is important, how I might inspire you to learn it. Finally, the packaging part of my brand means that I spend a lot of time thinking through how I show up in a room. Am I dressed properly? Do the materials I bring look beautiful? Do I always start every meeting with a purpose benefit check and close every meeting crisply? These are the three elements of my brand that I believe differentiate me from others. So the question for you is this, reflect on the things you've learned in the specialization and the other things that have always made you unique. Then decide on what the key elements are and make sure you deliver them in each and every interaction you have.